Consumer preferences for Hawaiian orchids revealed

Orchids are the fastest-growing group of potted flowering plants in the United States, outranked only by poinsettias in sales. The wholesale value of potted orchids in the U.S. has risen 80% in the last decade (to $126 million in 2007), but information concerning consumer preferences for orchids is still very limited. To help Hawaiian garden centers and orchid growers gain insights into consumer attitudes and preferences, researchers from Texas A&M University designed a study that analyzed consumer preferences affecting orchid purchases and the relative importance of different orchid "attributes", including species, price, size, and color.

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